The Produce for Better Health Foundation's 5-a-Day program is filtering into the frozen departments at a small number of supermarket chains.
In one early example, static cling signs produced for Pictsweet Frozen Foods, Bells, Tenn., are being used by Publix Super Markets in its Orlando, Fla.-area units.
Pictsweet is teaming up with Publix to place the signs on frozen food case doors. The brightly colored signs -- using the 5 a Day for Better Health logo -- encourage customers to eat five servings of frozen fruits and vegetables. They also include the Pictsweet logo and the words "frozen vegetables."
A source at Publix, based in Lakeland, Fla., confirmed that the chain is cross-merchandising the Produce for Better Health Foundation and National Cancer Institute's healthy message in its fresh produce and frozens departments.
Industry sources report that Dominick's Finer Foods, Northlake, Ill., also has been displaying 5-a-Day materials in its frozen food departments.
Julia Wells, director of marketing for Pictsweet, said, "We think it's a very worthwhile campaign to tell consumers some of the real benefits of eating fruits and vegetables, not just frozen, but canned and fresh."
Wells said that the company has made the signs available to all its retail customers through its brokers, who have had the materials for the last two or three months. Publix, she said, is one of the first retailers to participate.
And consumers are likely to see more 5 a Day in the frozen food aisle, she noted, as a result of the American Frozen Food Institute's contribution of $80,000 to the PBH.
"Frozens has only been involved for the past year, so I think you're going to see more of this in the frozen cases than you have in the past," she said.
According to Chuck Sample, PBH's industry relations coordinator, there are 22 licensed 5-a-Day frozens manufacturers. He added that 310 retail companies are licensed to use 5-a-Day materials.
Sample said that in November PBH sent participating retailers information on an upcoming cross-merchandising campaign, which will begin this month and run through March.